Digital transformation of agri-food companies: a sustainability focus

Nowadays, environmental sustainability is one of the most relevant topics that should have the role of ruling most of the economic, social, and political decisions but in many cases do not. I would like to emphasize nowadays because, even if environmental sustainability is an old concept, it is still a controversial matter. We are living in a dynamic world, where innovation runs fast, and the discovery of new technologies is every year growing. Never more than now, there is the need and there are tools to mitigate the adverse effect of climate change and, therefore, increase the competitiveness of companies that act responsibly. The focus of this thesis is on the agri-food sector with the aim to demonstrate how innovation and smart technologies could face, or, in the best-case scenario, solve the challenges of the agri-food sector and try to understand what move consumers to purchase environmentally friendly products. Consequently, how digital marketing can make the difference by, for instance, influencing the choice of consumers and directing them to purchase more sustainable products and why, in some cases, fail to do so.